Distinctive Ugliness As a Signal of Luxury
We identify a novel consumer signal; distinctive ugliness is a signal of luxury and fashion-forward nature. Examinations of market pricing data, employing machine-based learning, and 3 lab studies reveal this and the result, that while typically consumers select high aesthetics, in the context of luxury, consumers buy distinctively ugly products.
Citation:
Ludovica Cesareo, Claudia Townsend, and Eugene Pavlov (2021) ,"Distinctive Ugliness As a Signal of Luxury", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 162-163.
Authors
Ludovica Cesareo, Lehigh University
Claudia Townsend, University of Miami
Eugene Pavlov, University of Miami
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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